We undertook the promotion of the movie Can Feda, starring Burak Özçivit and Kerem Bürsin, on behalf of TAFF. From social media content to digital projects, from outfitting cinema box offices to guerrilla marketing efforts, we executed a campaign unlike anything seen in Turkey — making sure there wasn’t a single person left unaware of the film.
Can Feda, a joint production of Taff Pictures and BRK’s Productions, was planned as one of the most ambitious films in recent years, with its epic production and thrilling action scenes, starring two of Turkey’s biggest stars, Burak Özçivit and Kerem Bürsin. For such a bold project, we needed to create a true blockbuster strategy.
First and foremost, we had to generate maximum awareness even before the film met the audience. To do this, we released the first official trailer on social media five weeks prior to its theatrical release.
Four weeks before release, we launched a second trailer series. For the first time ever in Turkey, we implemented a completely new concept in film promotion by creating individual trailers for each of the 81 provinces. Burak Özçivit personally recorded voiceovers tailored to each city in the studio. We simultaneously launched these region-specific trailers on digital platforms with targeted advertising for each province. This not only allowed us to communicate directly with moviegoers across Anatolia, but also led to an emotional response from viewers in cities like Kilis, Şırnak, Yozgat, and Gümüşhane — regions rarely spotlighted in major ad campaigns.
Our local communication efforts didn’t stop there. Using the Heepsy platform, we identified local influencers in each province and contacted them one by one. Influencers from cities like Adıyaman, Afyon, Ağrı, Bitlis, Kastamonu, Konya, and Zonguldak shared their city-specific trailers, reaching approximately 40,000 unique viewers.
On social media, we ramped up communication with a series of posts centered around the main characters of Can Feda. Short videos introducing the characters piqued curiosity without giving away spoilers, capturing the attention of fan bases — especially those of Burak Özçivit and Kerem Bürsin. A 15-second montage focusing on a hug scene between the two leads performed spectacularly in terms of reach and engagement.
All of this buzz culminated on April 6 when the film hit theaters, with box office results reflecting the public's interest. But we didn’t stop there — we enriched the campaign further with creative ideas. We expanded our outreach to TV, airing 8- and 25-second trailers during national commercial slots.
In collaboration with Cinemaximum, we created exclusive in-cinema projects. We decorated ticket booths with military camouflage netting and sandbags. Viewers took photos in these areas and shared them on social media, contributing voluntarily to the campaign.
One of our special projects with Cinemaximum was a custom sticker set designed for Can Feda, distributed for free in theater lobbies. The promo video for these stickers excited fans even more on social media. We also created special Can Feda t-shirts for Cinemaximum staff, which became the centerpiece of a giveaway campaign on Instagram. The demand was so overwhelming that all the shirts were gone in just 22 minutes!
Another surprise for moviegoers was the greenbox photo booths we set up in Cinemaximum lobbies, where fans could pose as if they were featured on the film’s poster. This created a unique souvenir experience for the audience and was widely shared on social platforms.
We also launched a special project on Twitch, the biggest platform representing gaming culture. Two popular streamers watched and reacted to the second official Can Feda trailer live. These streams were later shared on their YouTube channels, garnering a total of 275,000 views — reaching an often-overlooked audience through an underutilized platform in film promotions.
Alongside all this, we didn’t forget guerrilla marketing, taking the campaign to the streets with plenty of wall art.
One of the most interesting ideas from the Can Feda campaign was our collaboration with the TV series Söz, a ratings juggernaut. We integrated one of the film’s most powerful lines — “The conscience of a Turkish soldier moves ahead of the bullet” — into that week’s episode of Söz. We amplified this original idea through social media posts, effectively reaching the show’s audience, which had thematic ties to Can Feda.
We didn’t remain passive in the face of PR challenges, either. We supported the actors’ individual communications strategies and helped manage crisis situations.
The Can Feda promotional campaign was praised by industry professionals as an unprecedented example of creativity and innovation in the Turkish film sector. But more importantly, whether or not they saw the movie, there wasn’t a single person left in Turkey who hadn’t heard of Can Feda.
